Creating a perception or an expectationEvents management: Delivering that expectation or perception

Creating a perception or an expectationEvents management: Delivering that expectation or perception

Educated (by media +)Knows their rights: and expects themLots of choiceIs mobileHomogenious goods and products (or minimally differentiated)Lives in a world of remoteness; chaosLooking for MORE than the productLooking for difference between vendorsCompanies need to provide MORE than the product to differentiateIs time poorWants to be looked afterCan broadcast their disappointment to massive audiences

Traditionally: Push marketingCokeSelling: ImageSelling: The feelingSelling: RealityEverywhere: physical presence; advertising, promotingNo “public” customer service required ie arms length via an intermediaryPrice: always competitivePacked neatly in a can or a bottleThey have a product and create a demand (Push marketing)Public gets bad service? Blame the shop they bought it fromWYSIWYG

The “environment” or atmosphere in which the service is delivered2. Buildings3. Furnishings/décor4. Layout5. Goods associated with the service e.g. carrier bags, tickets, brochuresExternal / internalSame as brochureCleanlinessStyleLightsAcousticsSmellAVDecorationEmployee appearanceFlexible

Process is) . . . The actual procedures, mechanisms, and flow of activities by which the service is delivered – this service delivery and operating systems. Zeithaml et al (2008). http://www.marketingteacher.com/lesson-store/lesson-services-marketing-mix.html#1. The manner in which the service is delivered2. Degree of customer contact3. Quality control standards4. Quality assurance5. Payment methods(degree of convenience)6. Queuing systems for customers7. Waiting times

The attitudes of staff2. Training of staff3. Internal relations4. The observable behavior of staff5. The level of service-mindedness in the organization6. The consistency of appearance of staff7. The accessibility of people8. Customer-customer contactsMGT LBX: leading by example

Transcript of "Walking the marketing talk: where customer perceptions clash with your reality"